Group 1 - Multiple cosmetic brands are using exaggerated marketing tactics, often referred to as "big words attract attention, small words disclaim" [2][3] - Products like Clarins' "Spring Water" claim to provide significant skin benefits, such as a 57% increase in moisture within one hour, but disclaimers indicate that results may vary based on individual use [2] - The marketing strategies have led to scrutiny and regulatory actions, such as a fine imposed on a brand for false advertising [3] Group 2 - The beauty market is increasingly adopting these marketing tactics to highlight product efficacy, but this often leads to exaggerated or false claims [4] - While these strategies may drive short-term sales and traffic, they pose long-term risks to brand reputation [4]

近日(12月8日)，美妆科普博主麻瓜对言之有物50%玻色因面霜宣传图的问题提出质疑，在社交媒体引发了广泛关注和热议。 △图源：小红书 在这则笔记中，麻瓜爆料称，上述品牌50%玻色因面霜的产品详情页中，使用了来源于网络的外国人对比图进行产品功效展示，且图中人物"连发丝走向 都是一样的"，由此他对其功效宣称真实性产生了怀疑。 再结合宣传图中最后一行小字(上述人脸图片来源于网络，非功效测试人脸图)来看，对此麻瓜指出，这是品牌"故意拿网络图P图，夸大使用前后对比，再 到最后'藏'一个免责声明，说自己仅为网络P图，不是真的功效图"，以此逃避追责。 △图源：小红书 针对该事件，言安堂CEO赵国庆随即作出回应："详情页面不严谨，已经内部整改"，并表示"达人指出了问题，我们虚心接受，愿意接受行业监督。" △图源：小红书 而除盗用网络图这一问题外，在上述笔记发布及品牌方作出回应后不久，另一小红书博主"今天美妆又有瓜了"也针对此事提出了关于擦边球宣称、玻色因 数字游戏的两点质疑。 | | 擦边球宣称，P图造假 | | --- | --- | | | 以及玻色因数字游戏 | | 胶据查看 | | | 【产品编辑】 | 即日到时刻是 ...